通过将社会阶层的心理认知成果延伸到品牌危机管理范畴,文章采用实验法探究了消费者的社会阶层和品牌危机类型对消费者品牌评价和购买意愿的影响.即面对道德型危机,与低社会阶层消费者相比,高社会阶层消费者对危机品牌的评价更高,对其产品或服务的购买意愿更高;对于能力型危机,高社会阶层和低社会阶层的消费者的品牌评价和购买意愿并无显著差异.在该效应中消费者的主体性——共享性导向起到了中介效用.文章结论扩展了社会阶层研究成果的应用领域,进一步完善了品牌危机领域相关理论,为企业应对品牌危机提供了积极的管理启示和实践意义.%Researches on social class start recently and attract growing interest among psychological scholars.The current research is a pioneer work which explores the impact of social class in brand crisis management.Through two experiments in manufactory and service industries,the authors explore the effect of consumers' social class (upper vs.lower) and brand crisis type (performance vs.value) on consumer's brand evaluation as well as purchase intent.More specifically,for value-related brand crisis,consumers from high social class have less unfavorable brand evaluation and higher purchase intent than those from low social class;whereas for performance-related brand crisis,brand evaluation and purchase intent do not differ between consumers from high and low social class.Also the authors find evidence that consumers' agency-communion orientation mediates the effect of social class on purchase intent for value-related brand crisis rather than performance-related one.These results suggest that firms should pay attention to consumers' social class and provide appropriate strategies to alleviate the negative impact induced by the brand crisis,especially for the value-related crisis.This study not only enriches the theoretical application of social class as well as brand crisis researches,but also makes practical and managerial recommendations on brand crisis management.
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